This guidance follows the pattern of the renowned 1987 Pliatzky recommendations on the production of TV commercials, which set the pattern and the paperwork for TV production not only in the UK, but across most of the English speaking world.

Says Geoff Russell, Director for Media Affairs at the IPA, “It is difficult to overestimate the importance of the Pliatzky Report to the smooth working of the TV commercial production industry. Generations of TV producers who have never heard of its recommendations have followed and still work to its guidelines. We are hoping that the IPA/APA Interactive Framework will be just as important and as useful for interactive projects in advertising.”

Says Steve Davies, CEO of the Advertising Producers Association, “This is a great moment in interactive advertising- establishing a solid foundation for great work in interactive, in the same way the TV contract had been for TV production.”

The recommendations were unveiled today (21st January 2014) at a special presentation to the industry held at the Moving Picture Company. Download the framework here.

Contributing authors:

James Britton from StinkdigitalValentina Culatti from UNIT9Lins Karnes from B-ReelEd Hornby from VCCPDaniela Michelon from AMV